The partnership was started in 2023 and is still going strong today, highlighting Rio Tinto workers, local communities, and Québec-made, low-carbon, 100% recyclable aluminium.
Rio Tinto today unveiled a new campaign called “Forged here,” which represents the next phase of its collaboration with the Montréal Canadiens. The commercial honours workers who manufacture aluminium made in Quebec, community collaborations, and the pleasure Canadians feel when local talent appears on the largest platforms, such as hockey nights at the Bell Centre.
Rio Tinto and the Canadiens are reiterating their joint commitment to making a significant impact both inside the arena and in the communities that support the fan experience as they approach the halfway mark of their current five-year collaboration.
Fans already have a key sign of that influence in their hands: Rio Tinto’s 100% recyclable cups, which are part of the Canadiens’ The Goal is Green initiative and are constructed from locally produced, low-carbon aluminium. This program unites workers and supporters behind one of Canada’s most recognisable cultural and athletic traditions, from Saguenay—Lac-Saint-Jean to Montréal.
Since the relationship started, the Bell Center has delivered about 1.5 million aluminium cups a year, which helps replace the same amount of single-use plastic cups and strengthens recycling procedures there.
“Our new ‘Forged Here’ campaign is about our people, our impact in communities, and the pride that our aluminium is part of a responsible Canadiens experience,” stated Jérôme Pétresse, chief executive of Rio Tinto aluminium & Lithium. I can’t wait to watch it take off on new platforms and reach many more Quebecers. Fans have a genuine connection to Lac-Saint-Jean, our hometown in Saguenay, and to the teams that make some of the most recyclable and low-carbon aluminium in the world as they lift their cups at the Bell Centre.
“Together, we’re proud to engage fans with initiatives that reflect Montréal’s and Québec’s leadership – on the ice, in our communities, and in more sustainable arena operations,” stated Patrick Bigras, Senior Vice-President of Groupe CH Hospitality.
A pride-based, nationwide, and employee-driven campaign
Beyond just focusing on decarbonisation, “Forged Here” highlights local pride, Québec leadership, and the positive economic and social effects of steady, high-quality jobs that Rio Tinto’s aluminium operations sustain.
Rio Tinto’s aluminium cup is displayed against an ice rink in the campaign’s creative, which pays homage to Canadian hockey culture while emphasising the company’s dedication to sustainability and decarbonisation. In addition to digital advertising and social media amplification throughout the season, the integrated rollout includes in-arena exposure (digital signage, arena displays, and broadcast-visible assets).
In order to further emphasise that the narrative of “Forged here” is driven by the people behind the product, Rio Tinto will also trigger employee engagement events related to the relationship, such as an employee launch event.
